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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an clear candidate for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an advertising revolution, in which large companies are allocating substantial funds to content creators and devoting less capital to promoting products in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Today, a spree of amateur-created clips have chronicled its broad application in “practical tricks”.

Promoted as a fix for dirty sneakers or extending perfume longevity, along with a cure for creaky hinges. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were confirmed. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Proposals that it might bleach teeth or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, newly named, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without killing the party” was essential.

“How do brands authentically become part of the conversation? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Now it’s many conversations, many communities. Changes in digital feeds means that these communities feel niche, however, they are large.

“Ensuring your product is discussed by users, talked about by other people, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects profound shifts taking place in media consumption, with younger consumers allocating more attention to apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by drops in traditional media advertising. Across Britain, ad revenues for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as brands effectively act as media producers, collaborating with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Advertising spending on influencer marketing is growing fourfold quicker than total media spending. Across the United States, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”